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Product Code: PH170

In today's competitive, payer-driven landscape, brand commercialization
encompasses a dizzying range of undertakings. Making investment decisions in
all of these areas, from promotions to market access to medical affairs, is
more complex than ever.

No two companies approach this marketing puzzle in the same way. Lacking a
crystal ball, brand teams and their allies invest millions of dollars to
create an effective mix and position their drugs for rapid uptake. Their
decisions play a critical role in determining whether a product exceeds sales
expectations - or falls short of its goals.

Win critical resources for commercialization and launch

Explore brand spending benchmarks across five large categories and 15 detailed
subcategories. Use this data to avoid underspending in critical areas and
overspending in others - and align resources with key strengths and weaknesses.

Focus resources at different points in the launch window

While no two brand launches are identical, companies follow similar patterns
in allocating marketing resources - amping up investments as the product moves
through development. Follow these patterns as you explore resource data for
each brand from Phase 3 through post-launch.

Diversify investments and avoid mistakes

See how other companies handle launch allocations, and learn from their
mistakes. Unpack each brand's story to understand why certain decisions were
made regarding different marketing tactics and resource allocations.

Benefits:

Plan budgets and win necessary resources for commercialization and launch.

Pinpoint spending for critical time periods throughout the launch window.

Know when and how much to invest in specific areas of advertising and
promotion, market access, decision support and medical affairs.

Avoid underfunding in critical areas - and overinvesting in others.

Use benchmarking data to identify investment levels and patterns among
comparable brands.